NEW YORK, April 30 /CNW/ - Marsh Inc., the world's leading risk and
insurance services firm, today announced the launch of the most ambitious
branding campaign in the firm's 136-year history by encouraging businesses to
focus on another side of risk - the "upside." The campaign, created by the New
York office of Ogilvy, seeks to disrupt the traditional view of risk as a
liability to be avoided by asking the reader to also consider finding
opportunities in risk.
The integrated branding effort includes print, out-of-home, direct mail,
event marketing and online components. The central element of the campaign is
the print component, which focuses on specific areas like climate change
regulations, supply chain disruptions and expansion into China, then outlines
the risk-reward paradigm. Immediately intriguing, the ads question the "risk
is negative" belief and literally turn the concept of risk on its head.
Out of home ads employ a similarly unique approach by taking
traditionally positive words and exchanging them with the word "risk." These
ads feature phrases such as "Risk Upon a Star" and "To Risk Perchance to
The messages are designed to encourage risk managers and other
senior-level business leaders to break with historic norms and look at risk
differently. Rather than being solely something to guard against, Marsh
believes managing risk smartly can give proactive companies a competitive
advantage in their marketplace.
"This campaign expresses our belief there should be a new, more complete
approach to managing risk going forward, and also signals to our clients and
the market that Marsh is back on its front foot," said Brian Storms, chairman
and chief executive officer of Marsh. "There's no company in the world better
positioned than we are to help clients understand the new realities of risks,
mitigate them, and turn them into opportunities for upside."
The Marsh campaign is running in print publications both in the U.S. and
globally, including The Wall Street Journal, New York Times, Financial Times
and key local and trade media. There is also an aggressive out of home
campaign in several major cities throughout North America that includes
airports, bus shelters, billboards and subway elements.
"We're thrilled to have created a branding campaign that visibly
differentiates us within our industry and clearly conveys the value of our
firm's unmatched intellectual capital," said Nancy Elder, Marsh's chief
marketing officer. "Today's public and private sector leaders face risks that
have few historical precedents and limited playbooks to operate from. Our
message is clear: Marsh can help you minimize the uncertainty and find the
upside opportunity that's inherent in most new challenges."
The company views its new branding campaign as an investment designed to
help stimulate both awareness and growth. "We fully expect to create a new
level of consciousness among risk managers and business leaders that should
deliver new revenue opportunities for clients," said Ms. Elder.
In addition to the print and outdoor ads that begin this week, the
campaign has already utilized some internal elements to generate excitement
among Marsh employees. For example, to build momentum prior to the public
launch, previews of the new ads were mailed to home addresses and primary
global locations last week.
To view the new ads, visit www.findtheupside.com.
Marsh has 26,000 employees and annual revenues approaching $5 billion.
The firm provides advice and transactional capabilities to clients in over 100
countries. Marsh is a unit of Marsh & McLennan Companies (MMC), a global
professional services firm with approximately 55,000 employees and
approximately $12 billion of annual revenues. MMC also is the parent company
of Guy Carpenter, Kroll, Mercer, and Putnam Investments. MMC's stock (ticker
symbol: MMC) is listed on the New York, Chicago, and London stock exchanges.
MMC's Web Site is www.mmc.com. Marsh's Web Site is www.marsh.com.
For further information:
For further information: Marsh Inc. Neal McGarity, 212-345-1470 cell: